Comunicare è governare. Marketing e cultura politica del berlusconismo

Author/s Francesco Amoretti
Publishing Year 2004 Issue 2004/1 Language Italian
Pages 16 P. File size 70 KB
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This work concentrates on the link between ways and means of political campaigning and political action and Silvio Berlusconi’s government, ten year after his political success. The importance of such a link is emphasised in two ways. First: the marketing strategies, employed by the Cavaliere (which focus on the supreme importance of the leader and his direct connection with the people) recall models of political culture and use of historical facts, which are completely alien to traditional political cultures, including the liberal one. Second: institutional transformations represent the most suitable territory on which to rebuild features and objectives mostly associated with the dynamics of political communication. Typical of this model and communication strategy is, in fact, the inclination to radicalise political conflict and to redefine, principally on a symbolic level, the relationships amongst institutions, such as the magistrates and the President of the Republic. compol1/2004 25-02-2004 19:28 Pagina 193 194

Francesco Amoretti, Comunicare è governare. Marketing e cultura politica del berlusconismo in "COMUNICAZIONE POLITICA" 1/2004, pp , DOI: